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*) The same can be said for the Unity desktop environment -- despite its various issues.

*) Canonical taking Ubuntu taking Ubuntu on its on path with Mir (as opposed to Wayland) could be the clear inflection point/point of departure.

But it's probably too soon to say with certainty -- it's partly a matter opinion and expectations, and much will depend on the specifics of how things go from there. It might end up like Android -- sort of, technically, real Linux, but for many largely somewhat incompatible with the mainstream, requiring specialized, Ubuntu-centric knowledge to tinker with it, or to adapt mainstream tools and applications to work with it.

I think Linux isn't mentioned because many companies view the name "Linux" as poison in terms of sales. (There is plenty of evidence to the contrary, but that doesn't change the perception some have.) If you rebrand it as ChromeOS or Ubuntu or HP's next gee-whiz brand it's much more marketoid friendly.